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Based on a recent study, only a minority of SME/SMI owners understands the importance of brand-building.

“Brand equity is that incremental value that accrues to a product when it is branded. Simple brand awareness is one source of brand equity. If you can get your name to pop up in people’s minds when they think of the product category, you’ve won a big part of the battle,” says V. “Seenu” Srinivasan, the Adams Distinguished Professor in Management at the Graduate School of Business.